Email marketing consistently shows one of the highest ROIs of any marketing platform—up to 4,300 percent!

Video, meanwhile, drives engagement and action on social media and landing pages. Adding it to email is a logical next step.

Unfortunately, inserting a video into an email isn’t like adding one to your website or Facebook page. Different email clients treat video in different ways. If you try to embed a video player in the message body, it simply won’t work in most popular clients.

That doesn’t mean you can’t use video in your email marketing, though. Here’s how to do it.

Video usage on smartphones and tablets is growing even more quickly. Mobile video consumption is expected to surpass desktop consumption by the fourth quarter of 2016.

But while it’s clear that mobile video is growing at an incredible rate, it’s less clear how consumers are viewing video on mobile devices, especially smartphones. Which way do they hold their phones? Do they watch only short videos and leave longer ones for larger screens? And where are they watching?

71 percent of marketers say they plan to increase their video marketing budget in 2016. If you’re not sold on what video can do for your hospital or health system, or if you need some help getting higher-ups on board, these six reasons to use video could make the difference.

As hospital marketers, this is a trend you can’t ignore. Consumers are looking online for answers to their health questions, and if they don’t find them at your health system, they’ll find them somewhere else.

Used effectively, video can be a powerful tool in your marketing arsenal, helping you rank highly on Google, meeting your community’s needs, raising brand awareness, and driving traffic to your website, where you can convert prospective patients into real ones.

With so much healthcare competition these days, everyone’s looking for an edge. If your hospital isn’t using online video to reach prospective patients, it might be just what you need to get a step ahead.